Within the dynamic global gaming landscape, Malaysia’s e-sports scene has thrived year-on-year, evolving into a flourishing ecosystem. It offers diverse individuals, including aspiring gamers, emerging talent, and industry professionals, opportunities to operate, compete, and prosper. Supported by a robust infrastructure, they can engage in high-stakes tournaments and leagues, attracting sponsorship and endorsement opportunities. Notably, the entry of prominent brands into the gaming and e-sports arena further bolsters financial prospects, enhancing the overall growth and recognition of Malaysia’s e-sports industry.
In 2023, the remarkable progress of Malaysia’s e-sports scene continues to unfold. YB Hannah Yeoh, the Youth & Sports Minister, has underscored the government’s commitment to the sector by announcing plans to introduce an e-sports curriculum in schools. This forward-thinking initiative exemplifies the nation’s dedication to nurturing future talent. Additionally, Malaysian professional e-sports teams have positioned themselves at the competitive forefront, delivering outstanding performances. Their exceptional skills and dedication have earned them an impressive total of 4 medals in the esteemed SEA Games competition.
This article delves into the present state of the Malaysian e-sports scene among Gen Z & Young Millennials (aged 18 to 34 years old), examining key statistics, including the participation rate of Malaysians in e-sports competitions and the top 10 most popular e-sports games in the country.
Malaysian’s E-Sports Awareness
When examining the specific demographics awareness towards e-sports, it becomes evident that awareness has steadily increased since 2020, peaking at an impressive 98% in Q4’2021. In our most recent survey conducted in Q1’2023, the awareness level stood at 75%, aligning closely with the average e-sports awareness of around 80%. Indeed, the pervasive influence of e-sports in Malaysia is palpable as it transcends everyday routines, with e-sports titles becoming integral to leisure experiences at restaurants, shopping malls, and even during daily commutes. This growing presence signifies a profound cultural shift, reaffirming the widespread recognition and impact of e-sports on Malaysian society.
By allocating 13 Million Ringgit to the e-sports industry’s development in 2023, the Malaysian government aims to establish itself as a regional e-sports hub. This commitment is exemplified by the creation of the largest e-sports facility in Southeast Asia, located in Kuala Lumpur. Concurrently, brands are capitalizing on this momentum in two significant ways. Firstly, by leveraging e-sports titles featured in advertisements and everyday outlets like 7-11 and MyNews to tap into the thriving e-sports culture. Secondly, through lucrative sponsorships, they forge partnerships with professional e-sports teams and events, propelling further growth and reach.
While the peak of e-sports awareness in Malaysia remains uncertain, major market players such as game developers and endemic brands continue to invest in marketing and e-sports-related products. This unwavering commitment not only fuels the landscape’s growth but also provides e-sports fans with a diverse range of new media and products to engage with.
Malaysian’s Involvement in E-Sports
The level of Malaysians’ involvement in e-sports activities has witnessed a year-on-year increase. Despite some fluctuation, the overall trend shows a positive trajectory, with an average of nearly 40% of individuals claiming some form of involvement in e-sports-related activities.
Among the respondents, an average of approximately 20% reported their participation in e-sports tournaments, showcasing a consistent trend year after year. The continuous rise in gaming-related events held on weekends across major cities in Malaysia further enhances the prospects of an increased percentage. With the introduction of new gaming titles and expanding opportunities, individuals now have more localized avenues to actively participate in e-sports tournaments. This trend not only underscores the growing e-sports audience but also offers brands a valuable opportunity to strategically engage with this audience through targeted marketing initiatives and partnerships.
E-Sport Awareness, Spectators &, Participants
Out of the respondents, 73% displayed awareness of e-sports, while 69% did not actively engage in any e-sports-related activities. Among those who were involved, 15% exclusively participated by watching e-sports, while 5% were competitors who did not watch the competitions they took part in. Notably, 11% of all respondents indicated both watching and competing in e-sports, showcasing a dual involvement in the realm of e-sports.
Most e-sports consumers primarily watch and follow e-sports tournaments, while only about 1-in-10 e-sports consumers participate in both watching and competing. Although watching e-sports has been easily accessible through streaming platforms for several years, local e-sports organizations and production companies have been enhancing their efforts to broadcast regional competitions, specifically catering to the Malaysian audience. These initiatives aim to increase the accessibility of local e-sports competitions for Malaysian spectators in the near future.
Malaysian’s Most-Watched and Played E-Sports Games
In terms of the most popular e-sports titles in Malaysia, Mobile Legends, Bang Bang, and PUBG Mobile stand out as the frontrunners, attracting a significant following of fans who enjoy watching and playing these games. It is worth noting all of these titles are mobile games, highlighting a distinct preference among Malaysian e-sports consumers for mobile gaming experiences rather than console or PC games.
(Source: PUBG Mobile E-Sports Malaysia)
The popularity of these titles among Malaysians aligns with the success of Malaysian e-sports teams and competitions in Mobile Legends Bang Bang and PUBG Mobile. A noteworthy example is the PUBG Mobile Pro League (PMPL) held in February this year. The tournament featured 20 Malaysian e-sports teams competing for a prize pool of 80,000 USD. The victorious teams earned the opportunity to advance to the prestigious PUBG Mobile Super League, a larger-scale competition with a prize pool of 250,000 USD. The Super League showcased top teams from various Southeast Asian countries, including Indonesia, the Philippines, and Vietnam, reflecting the continued growth of e-sports in those regions as well.
In the realm of Mobile Legends, the pinnacle of Malaysian competition unfolded during the illustrious MPL (Mobile Legends Pro League) in March, boasting a substantial 100,000 USD prize. Rising above the competition, TODAK, a revered Malaysian team comprised of esteemed e-sports players, secured a momentous victory. Their triumph granted them entry into the esteemed Mobile Legends: Southeast Asia Cup (MSC), where they fiercely battled formidable teams from diverse nations (Indonesia, Philippines, Myanmar, Laos, Singapore, Egypt, and Turkey), vying for the impressive 300,000 USD prize pool. With these international tournaments and the remarkable accomplishments of Malaysian teams, the e-sports landscape in Malaysia stands poised for remarkable expansion and heightened acclaim in the forthcoming year.
Notably, brands from diverse industries are recognizing the immense potential of the gaming and e-sports industry as a powerful marketing platform. From F&B to technology and fashion, brands are tapping into this dynamic landscape to engage with a highly passionate and digitally connected audience. As the year unfolds, Malaysia’s e-sports landscape holds immense potential for businesses and brands seeking to leverage this platform for innovative marketing strategies and impactful brand experiences.
For more in-depth statistics and valuable insights into e-sports in Malaysia and Southeast Asia, we invite you to reach out to us at theteam@oppotus.com. Our dedicated team is ready to provide comprehensive analysis and strategic guidance to help you navigate and harness the exciting opportunities of this rapidly evolving industry
